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INTRODUCTION
(a) Country or geographical area, i.e. the home of the brand. This is
particularly useful in global marketing.
(b) Product attributes like a herbal beauty cream and tooth paste or tooth
powder associated with the Vicco brand.
(c) Intangibles like image of prompt after sales service or customer
service with international banks like Hongkong Bank.
(d) Customer benefits——this could even be psychological.
(e) Relative price—-Premium price brands in different product groups
reflect customer’s perception of their quality.
(f) Use or application.
(g) User or Customer.
(h) Celebrity or person-“The beauty soap of the film stars.
(i) Life-style or personality.
(j) Product class and
(k) Competitors
Few brands have a brand charter defining the brand’s long term identity
and uniqueness. these cannot be found in any graphic guidelines ,as they
often focus on the brand’s outward appearance. Thus to understand what
the brand truly represents is not just a graphic exercise. It is an
investigation of the brand’s inner most substance and of the different
facets of its identity. Brand identity is a recent concept.
Brand identity speak in the brand’s name and thus produce meaning,
however disconnected they may actually be from it.